Meta's Letting Advertisers Test-Drive Its AI Ad Tools Early

If you've ever wanted a sneak peek at the future of Meta's ad tools, now might be your shot—kind of. Meta just launched a new program called "Early Release" that gives a select group of advertisers access to its experimental AI ad features before the rest of us even know what's coming. This started rolling out recently, although Meta hasn't said exactly when or to whom.


The Early Release program is designed to let advertisers try out new generative AI tools—think video creation from prompts, background generation, and smart creative variations across formats. These features are still in testing, so the whole point is to gather external feedback and data before deciding whether to roll them out more broadly… or toss them back into the AI oven for a bit more baking.

According to Meta, these early features will show up labeled as "Early Release" inside Ads Manager, and advertisers can preview and tweak their AI-generated variations before going live. That way, you're not flying blind. If Meta decides to kill a test feature, it'll disappear from any live ads, no harm done. And if a feature graduates into the general rollout, the label just vanishes—your ad keeps running, uninterrupted.

Meta's already built a solid lineup of AI-based targeting tools, and brands are seeing strong results. But now, they're diving deeper into the creative side with tools that make producing ad content faster, easier, and more dynamic. Imagine plugging in a few prompts and getting a video ad tailored to your audience in minutes. That's the kind of thing we're talking about here.

The catch? We don't know how to sign up yet. Meta has outlined the program, but there's no public link, form, or even vague instructions about how to get in. So, for now, it's wait and see—but if you've got a Meta ad rep, it might be time to give them a call.

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